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Monitoring Library
Media Monitoring News Archives
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March 2012: Issue 5
Media Monitoring News this week covers a wide range of topics of interest to PR and marketing pros. The focus is social media measurement with three articles, but the issue also covers other topics including PR pitching, grants from Google (and CyberAlert) for not-for-profit organizations, and — our favorite — how marketing and PR pros can learn from Lady Gaga.
The Difference between Popularity and InfluencePaidContent.comIn measuring social media, it's tempting to employ the number of followers as a significant signpost of the poster's influence. But, as explained by Brian Solis in the comprehensive and insightful article entitled The Difference between Popularity and Influence, popularity is not influence and influence is not popularity. The key is context of relationships and engagement. Bonus: the article references Solis' report The Guide to Digital Influence from Altimeter. The 10 Commandments of PitchingBusiness WireThe 10 Commandments of Pitching a story to the media is short and to the point, just like those other 10 commandments. It's worthwhile to know and adhere to both sets of commandments. Thou shalt not covet…. How to Fix Tech PRBuzzFeedThis is another in the recent series of diatribes criticizing PR professionals. Some of the criticism about PR pitches may be unduly harsh, but it's worthwhile to put on your armor (without being defensive) and have a look at How to Fix Tech PR, even if you don't do tech PR. The article points out some pitching mistakes that every PR pro should avoid. CMO's 2012 Interactive Guide to the Social Media LandscapeCMO.comWhere in social media should you focus your efforts and dollars? To help you decide, refer to CMO's 2012 Interactive Guide to the Social Media Landscape, an interactive infographic that provides key information about the effectiveness of major social media sites in four categories — Customer Communication, Brand Exposure, Traffic To Your Site, and SEO. Click any of the columns and the chart automatically reorders so that the social media sites most effective for that function are at the top of the list. The Case for Standards in PR MeasurementInstitute for Public RelationsJackie Matthews of General Motors who "has sat through more vendor pitches than I care to remember" decries the lack of clarity and transparancy in PR measurement and makes The Case for Standards in PR Measurement. In the plethora of proprietary measurement approaches today, there is clearly room to standardize measures, benefiting both vendors and clients. The Evolution of Social Media MeasurementSmart Data CollectiveThe Evolution of Social Media observes that "counting matters" in most all matters — and certainly matters in the five categories to measure effectiveness of social media programs. Measuring Social Media Success 2012ClickZMeasuring Social Media Success in 2012 counters some of the hype about social media measurement with some harsh reality such as "social media measurement is not very effective." Ouch!. The article sets out three approaches for improving social media measurement. 1) It's not the fans, it's what you do with them 2) Go beyond brand metrics 3) Integrate social analytics and marketing analytics. And one more thought: it might even be possible and beneficial to integrate PR analytics with marketing and sales metrics. 
"Sentiment Analysis" Aims to Sort Marketing TruthWall Street Journal"Sentiment Analysis," often referred to in PR measurement as "tone," is a vital metric in analyzing news and social media. "Sentiment Analysis" Aims to Sort Marketing Truth focuses on automated software for sentiment analysis for equity traders — but its insights apply to marketing and public relations as well. Activating Your Socially-Connected BusinessThe Interactive Marketing JourneyA chapter from the forthcoming book Social Media Metrics Secrets, Activating Your Socially-Connected Business offers an in-depth (53 pages) look and solid guidance on how a business or non-profit organization can successfully participate in social media. What Lady Gaga Can Teach You about TwitterHeidi CohenThe young singer is likely the most successful marketer of the past few years. What Lady Gaga Can Teach You about Twitter examines how to build a following on Twitter and then to engage that following. One caveat: it takes time to build up a big following, even for the "big names" like Lady Gaga and Barack Obama. Ethics Start with "Me"Communications Ammo (Sean Williams)In this short, but provocative blog post entitled Ethics Start with "Me", Sean Williams questions the ethics of some tactics used by some PR professionals in social media. Do you agree that the examples he cites are unethical behavior? Simple solution: PR pros representing a company or brand should identify themselves as such. How to Get Up to $40,000 (sic) per Month in F.re.e. Ads from GoogleMediaPostSounds too good to be true, right? Well it's mostly true, just the amount is wrong, but it only applies to non-profits. Google, it seems, is following the lead of CyberAlert in granting f.re.e service to non-profits. How to Get Up to $40,000 per Month (sic) in F.re.e Ads from Google explains exactly how non-profits can get pay-per-click keyword advertising on Google. The headline is wrong; the limit is $10,000 per month. Still, it's an extraordinarily generous grant. It's fairly simple to apply for the grant and scuttlebutt is that no worthy non-profit has been turned down. You can easily check out Google's eligibility guidelines. According to Google, over 6,000 organizations are already using the program. While you're investigating the Google grant program, non-profits should also check out the CyberAlert PR Grant Program for f.re.e media monitoring service. Picking Planes Wired for Wi-Fi (for Tweeting at 30,000 Feet)Wall Street JournalIf you're a road warrior, you'd love to have Internet access while on planes to increase your productivity (or entertainment). Well now you can on over 1,700 commercial airliners. Picking Planes Wired for Wi-Fi tells how to identify the planes that offer Wi-Fi access to the Internet. As with most airline services these days, it's not f.re.e. But at $4.95 per flight, it may be a rare bargain in airline travel. Want Respect? Ditch the Hotmail, Yahoo, and AOL Email AddressesPublicity HoundIt's true. When you use a f.re.e email service as your corporate email address (or the address of an Internet service provider such as AT&T or Cox), it brands you as a, well, yahoo. Want Respect? Ditch the Hotmail, Yahoo and AOL Email Addresses recommends that you register your own domain with your own corporate URL and, then, pay a small monthly fee for email from a service such as GoDaddy.com or Network Solutions. It's good advice to help small businesses including PR agencies and PR freelancers look more professional. 
PR Meetings, Seminars, White PapersWhite Paper — Considerations for Building a Better Online Newsroom, sponsored by Business Wire. White Paper — PR Measurement: Creating the Return on Your Marketing Investment, sponsored by Business Wire. F.R.E.E. Webinar — Marketing in the Digital Age — The Analytics Advantage, will be held March 29 at 2:30pm ET. Webcast — Learn to take an analytics-driven PR approach, sponsored by PR Week, will be held on April 12 at 12:00pm ET. Meeting — Social Tech 2012 Online, sponsored by MarketingProfs, will be held on March 30. Cost to register is $99. Meeting — Digital Impact Conference, sponsored by PRSA, will be held on April 2-3 in New York City. The cost to attend for members is $999 and the cost for non-member is $1,099. Meeting — Social Media Analytics Summit, sponsored by Attensity, will be held April 17-18 in San Francisco, CA. Cost to attend is $1,795. Meeting — PR Measurement Conference, sponsored by PR News, will be held April 18 in Washington, DC. Cost to attend before is $1,170 before March 16. Meeting — The 2012 Practical PR and Media Relations Conference, sponsored by Ragan Communications, will be held April 19-20 in Austin, TX. The cost to attend for members is $495 and the cost for non-members is $645. Online Meeting — The Social Media Summit, sponsored by SocialMediaExaminer.com, will begin May 1. The cost to register is $597. Meeting — The School of WOMM 2012, sponsored by WOMMA, will be held May 7-9 in Chicago, IL. Meeting — Word of Mouth: Crash Course, sponsored by WordofMouth.org, will be held May 10 in Austin, TX. Cost to attend is $750. Meeting — FIBEP Broadcast Media Workshop, will be held May 10 in Brussels. Registration information, including cost, will be available in the next few weeks. Meeting — SCIP International Annual Conference and Exhibit, will be held May 14-17 in Philadelphia, PA. Cost to attend is $1,325 for members and $1,675 for non-members. Meeting — PR Measurement Bootcamp, sponsored by Ragan Communications, will be held May 15 in New York, NY. The cost to attend for members is $495 and the cost for non-members is $645. Meeting — Social Media Boot Camp for Corporate Communicatiors, sponsored by Ragan Communications, will be held May 17 in New York, NY. Cost to attend is $495 for members and $645 for non-members. PR & Marketing Job OpeningsThe listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to jobpostings@cyberalert.com. Best of Previous IssuesDetermining Your Media Monitoring NeedsPrint News Monitoring Vs. Online News Monitoring Broadcast Monitoring for TV & Radio News Selecting a Social Media Monitoring Service F.r.e.e & Low-Cost News Release Distribution Services
Today's Best Media Monitoring ValueNo per clip fees. No annual contract required. Get Better Results Than Doing It Yourself — And Rid Yourself of a Tiresome Chore. 
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